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@jmspool
Jared M. Spool
Is Design
Metrically Opposed?
1Are we
measuring the
right thing?
Is Design Metrically Opposed? Use...
Is Design Metrically Opposed? User Interface Engineering - www.uie.com
© Copyright 2015, User Interface Engineering. All R...
@ @ @ @ @ @ @ @ @ @ @
@ @ @ @ @ @ @ @ @ @ @
@ @ @ @ @ @ @ @ @ @ @
33 Email Addresses
@ @ @ @ @ @ @ @ @ @ @
@ @ @ @ @ @ @ @...
@ @ @ @ @ @ @ @ @ @ @
@ @ @ @ @ @ @ @ @ @ @
@ @ @ @ @ @ @ @ @ @ @
@ @ @ @ @ @ @ @ @ @ @
@ @ @ @ @ @ @ @ @ @ @
@ @ @ @ @ @ ...
Design DecisionsInferencesObservations
Design Decisions
Inferences
Observations
Design DecisionsInferencesObservations
Mor...
Design DecisionsInferencesObservations
Why we think
it happened?
What did we
see?
How will we
improve the
design?
Log file...
Enter button focus was broken
Didn’t enter any search text
Was looking for advanced search
Log file is broken
Design Decis...
The best designers
never stop at the
first inference.
Log file
contained
blanks
Design DecisionsInferencesObservations
Bro...
Research turns
inferences into
observations.
2Useless
measures &
silly metrics
Is Design Metrically Opposed? User Interfac...
SnapChat AirBNB Uber Facebook
MarketValuation
InstancesofletterEonhomepage
Is Design Metrically Opposed? User Interface En...
Is Design Metrically Opposed? User Interface Engineering - www.uie.com
© Copyright 2015, User Interface Engineering. All R...
Counting the letter E is a stupid metric.
Is Design Metrically Opposed? User Interface Engineering - www.uie.com
© Copyrig...
Measure:
Metric:
Analytic:
Something we can count.
A measure we track.
A measure software tracks.
Time on page
Is Design M...
Time on page
Bounce rate
% Exit
Pageviews
Sessions w/search
Time after search
% Search Refinements
Bounce rate
What should...
“
R.H. Coase,
British economist
If you torture data
long enough, it will
confess to anything
you’d like.”
What Google Anal...
What Google Analytics
can’t tell you:
Why?
Conversion Rate
Conversion Rate
# of people who purchase
# of people who visite...
Conversion Rate
1.0 %
10,000
1,000,000
=
2.0 %
20,000
1,000,000
=
2.0 %
10,000
500,000
=
10,000
Conversion Rate
1,000,000
...
Conversion Rate
20,000
1,000,000
=
10,000
500,000
=
$2,000,000=
= $1,000,000
20,000
10,000
2.0 %
2.0 %
What should we desi...
Conversion Rate
Conversion Rate
# of people who purchase
# of people who visited
=
Visit Visit Visit Purchase
Conversion R...
Delightful
Amazing
Awesome
Excellent
Remarkable
Incredible
Satisfactory
Satisfactory
Edible
Is Design Metrically Opposed? ...
Achieving satisfaction
is too low a bar to set
for our designs.
We can do better.
Is Design Metrically Opposed? User Inter...
Satisfied
Satisfied
Neutral
Dissatisfied
Dissatisfied
Extremely
Somewhat
Somewhat
Extremely
SatisfactionSurveyScale
Deligh...
Pro tip:
Nothing says “we
don’t care” like a
page of 10-point
satisfaction scales.
Is Design Metrically Opposed? User Inte...
10-point scales make
noise feel like
science.
Is Design Metrically Opposed? User Interface Engineering - www.uie.com
© Cop...
What satisfaction surveys
and Net Promoter Score
can’t tell you:
Why?
We need metrics that
help us improve our
users’ expe...
3A measured
experience.
Customerjourneymap
☺
☹
Searchingforahotel
Reviewingtheproperty
Reviewingroomrates
Startbooking
Gue...
☹
Thingsthatusersfindfrustrating
Content that is confusing
☹ Incomplete information
☹ Can’t remember password
☹ Hidden fea...
Case study:
Improve checkout process for a
major e-commerce site.Shippinginformation
Billinginformation
Paymentinformation...
Shippinginformation
Billinginformation
Paymentinformation
Confirmpurchase
50%
Pageviews
Shopforproduct
ReviewShoppingCart
...
Shippinginformation
Billinginformation
Paymentinformation
Confirmpurchase
50%
Pageviews
Shopforproduct
ReviewShoppingCart
...
Qualitative usability research
$300,000,000
Quantitative custom metrics
+
Mostimportantcustommetric:
Unrealized shopping c...
The team’s initial
inferences
‣The checkout steps were where we’d find the
biggest improvement.
‣It was “normal” to lose c...
Shippinginformation
Billinginformation
Paymentinformation
Confirmpurchase
50%
Pageviews
Shopforproduct
ReviewShoppingCart
...
“Analytics are controlled by a
different group.”
Nolongeracceptable:
Owned by the UX Team
Owned by the Analytics Team
Unde...
DJ Patil, US Chief Data Scientist
“Analytics are controlled by a
different group.”
Data science is now an essential
skill ...
Continually question what the
metric is trying to tell you.
Nolongeracceptable:
“I don’t understand what the
metrics mean....
Applying targeted
metrics to qualitative
research: a powerful
addition to the UX
designer’s toolkit.
4Who collects
the met...
Design:
The Rendering
of Intent
Is Design Metrically Opposed? User Interface Engineering - www.uie.com
© Copyright 2015, U...
Is Design Metrically Opposed? User Interface Engineering - www.uie.com
© Copyright 2015, User Interface Engineering. All R...
Myspace
MonthlyActiveUsers
Market Valuation
Pinterest
Whatsapp
Snapchat
LinkedIn
Twitter
YouTube
Tumblr
Instagram
0
1,000,...
“
Robert Fabricant
The medium of
design is behavior”
Is Design Metrically Opposed? User Interface Engineering - www.uie.co...
Design must drive
metric collection, not
the other way around.
Is Design Metrically Opposed? User Interface Engineering - ...
5Moving beyond
satisfaction.
Is Design Metrically Opposed? User Interface Engineering - www.uie.com
© Copyright 2015, User...
Is Design Metrically Opposed? User Interface Engineering - www.uie.com
© Copyright 2015, User Interface Engineering. All R...
Gallup CE11
Is Design Metrically Opposed? User Interface Engineering - www.uie.com
© Copyright 2015, User Interface Engine...
Loyalty
Confidence
Integrity
Pride
Passion
Gallup CE11
Loyalty
Confidence
Integrity
Pride
Passion
Gallup CE11
This product...
Loyalty
Confidence
Integrity
Pride
Passion
Gallup CE11
I am always proud to be
a customer of this
product’s company.
This ...
Loyalty
Confidence
Integrity
Pride
Passion
Gallup CE11
I Agree
I’m Not Sure
I Don’t Agree
+1
0
-1
Result scale: +11 to -11...
Metrics must drive us
to eliminate frustration
and deliver delight.
Delight and engagement
go hand in hand.
Gallup CE11
ht...
Is Design
Metrically Opposed?
‣We need metrics that help us improve the experience.
‣Avoid jumping from observations to in...
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Is Design Metrically Opposed? - Jared Spool (ProductCamp Boston)

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The world of metrics and analytics has always been at odds with how designers work. Design is a process where we finely tune our gut intuition to create a great user experience. Yet, sometimes, the measures we take indicate a different outcome.

In this presentation, Jared will explore the world of measures, metrics, and KPIs. He’ll share the techniques behind Amazon and Netflix’s success. He’ll show how some practices, like the growth hacking approach to increasing Monthly Average Users (MAUs) have hurt the online experience of Instagram and LinkedIn.

Jared will explore:

+ What do easily-collected analytics like bounce rate and time-on-page actually tells us about our users experiences?
+ How do we construct true Key Performance Indicators (KPIs) that can predict the future patterns of users?
+ Why advanced techniques, like a money-left-on-the-table analysis and the CE11, show us how much more powerful metrics can be in design?

About Jared M. Spool

I'm a researcher mapping out the world of user experience and great design processes. I'm the Founding Principal at UIE and a co-founder of Center Centre.

I've spoken at previous Product Camps and give presentations 40+ times a year.

Published in: Marketing

Is Design Metrically Opposed? - Jared Spool (ProductCamp Boston)

  1. 1. @jmspool Jared M. Spool Is Design Metrically Opposed? 1Are we measuring the right thing? Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 1 • [R3]
  2. 2. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 2 • [R3]
  3. 3. @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ 33 Email Addresses @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ 77 Email Addresses @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ 33 Email Addresses 77 Email Addresses More email addresses are better @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ All email addresses are equal Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 3 • [R3]
  4. 4. @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ More email addresses are better All email addresses are equal Inferences Observations Inferences Observations Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 4 • [R3]
  5. 5. Design DecisionsInferencesObservations Design Decisions Inferences Observations Design DecisionsInferencesObservations More email addresses are better 2nd variant had more email addresses Use 2nd variant Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 5 • [R3]
  6. 6. Design DecisionsInferencesObservations Why we think it happened? What did we see? How will we improve the design? Log file filled with “ ” (blanks) Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 6 • [R3]
  7. 7. Enter button focus was broken Didn’t enter any search text Was looking for advanced search Log file is broken Design DecisionsInferencesObservations Broken focus Log file contained blanks Fix Focus No search text Advanced search Log file bug Add label to search box Build advanced search feature Fix bug Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 7 • [R3]
  8. 8. The best designers never stop at the first inference. Log file contained blanks Design DecisionsInferencesObservations Broken focus Fix Focus No search text Advanced search Log file bug Add label to search box Build advanced search feature Fix bug Users didn’t know to type query into box Log file contained blanks Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 8 • [R3]
  9. 9. Research turns inferences into observations. 2Useless measures & silly metrics Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 9 • [R3]
  10. 10. SnapChat AirBNB Uber Facebook MarketValuation InstancesofletterEonhomepage Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 10 • [R3]
  11. 11. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 11 • [R3]
  12. 12. Counting the letter E is a stupid metric. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 12 • [R3]
  13. 13. Measure: Metric: Analytic: Something we can count. A measure we track. A measure software tracks. Time on page Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 13 • [R3]
  14. 14. Time on page Bounce rate % Exit Pageviews Sessions w/search Time after search % Search Refinements Bounce rate What should we do differently? Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 14 • [R3]
  15. 15. “ R.H. Coase, British economist If you torture data long enough, it will confess to anything you’d like.” What Google Analytics can’t tell you: ‣What content was useful? ‣What people found confusing? ‣Who is your site’s biggest spender? ‣What do big spenders do that others don’t? ‣What should you do to improve your content? ‣Why did someone click? Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 15 • [R3]
  16. 16. What Google Analytics can’t tell you: Why? Conversion Rate Conversion Rate # of people who purchase # of people who visited = 1.0 % 10,000 1,000,000 = Conversion Rate # of people who purchase # of people who visited = Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 16 • [R3]
  17. 17. Conversion Rate 1.0 % 10,000 1,000,000 = 2.0 % 20,000 1,000,000 = 2.0 % 10,000 500,000 = 10,000 Conversion Rate 1,000,000 = 1,000,000 = 500,000 = 10,000 = x $100 $1,000,000 20,000 x $100 $2,000,000 = = 10,000 x $100 $1,000,000 1.0 % 2.0 % 2.0 % 10,00010,000 20,00020,000 10,00010,000 Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 17 • [R3]
  18. 18. Conversion Rate 20,000 1,000,000 = 10,000 500,000 = $2,000,000= = $1,000,000 20,000 10,000 2.0 % 2.0 % What should we design for? $2,000,000 $1,000,000 2.0 % 2.0 % Conversion Rate? Money? Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 18 • [R3]
  19. 19. Conversion Rate Conversion Rate # of people who purchase # of people who visited = Visit Visit Visit Purchase Conversion Rate = 25 % ? Conversion Rate = 100 % ? What conversion rate can’t tell you: Why? Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 19 • [R3]
  20. 20. Delightful Amazing Awesome Excellent Remarkable Incredible Satisfactory Satisfactory Edible Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 20 • [R3]
  21. 21. Achieving satisfaction is too low a bar to set for our designs. We can do better. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 21 • [R3]
  22. 22. Satisfied Satisfied Neutral Dissatisfied Dissatisfied Extremely Somewhat Somewhat Extremely SatisfactionSurveyScale DelightedExtremely DelightedSomewhat FrustratedSomewhat FrustratedExtremely Satisfied Delight/FrustrationSurveyScale Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 22 • [R3]
  23. 23. Pro tip: Nothing says “we don’t care” like a page of 10-point satisfaction scales. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 23 • [R3]
  24. 24. 10-point scales make noise feel like science. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 24 • [R3]
  25. 25. What satisfaction surveys and Net Promoter Score can’t tell you: Why? We need metrics that help us improve our users’ experience. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 25 • [R3]
  26. 26. 3A measured experience. Customerjourneymap ☺ ☹ Searchingforahotel Reviewingtheproperty Reviewingroomrates Startbooking Guestinformation Billinginformation Paymentinformation Confirmbooking Done! Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 26 • [R3]
  27. 27. ☹ Thingsthatusersfindfrustrating Content that is confusing ☹ Incomplete information ☹ Can’t remember password ☹ Hidden features ☹ Hidden navigation ☹ Confusing navigation ☹ Error messages Thingsthatusersfindfrustrating Phone numbers can’t have dashes or spaces. ☹ Error messages The credit card security code is required (again). Username and password do not match. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 27 • [R3]
  28. 28. Case study: Improve checkout process for a major e-commerce site.Shippinginformation Billinginformation Paymentinformation Confirmpurchase Done! 100% 50% Pageviews Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 28 • [R3]
  29. 29. Shippinginformation Billinginformation Paymentinformation Confirmpurchase 50% Pageviews Shopforproduct ReviewShoppingCart 100% Done! Shippinginformation Billinginformation Paymentinformation Confirmpurchase 50% Pageviews Shopforproduct ReviewShoppingCart Logintoaccount Requestpasswordreset Clickonlinkinemailtoreset Putinnewpassword 100% Done! Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 29 • [R3]
  30. 30. Shippinginformation Billinginformation Paymentinformation Confirmpurchase 50% Pageviews Shopforproduct ReviewShoppingCart Logintoaccount Requestpasswordreset Clickonlinkinemailtoreset Putinnewpassword 100% Done! Lost revenue from account sign-in issues: $300,000,000per year The team built a guest checkout (no sign-in required). Recovered the $300,000,000 within 1 year. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 30 • [R3]
  31. 31. Qualitative usability research $300,000,000 Quantitative custom metrics + Mostimportantcustommetric: Unrealized shopping cart value from password issues. Qualitative findings must drive our quantitative research agenda. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 31 • [R3]
  32. 32. The team’s initial inferences ‣The checkout steps were where we’d find the biggest improvement. ‣It was “normal” to lose customers before checkout. ‣Cart review went straight to checkout without additional steps. ‣All of the screens were instrumented. Shippinginformation Billinginformation Paymentinformation Confirmpurchase 50% Pageviews Shopforproduct ReviewShoppingCart Logintoaccount Requestpasswordreset Clickonlinkinemailtoreset Putinnewpassword 100% Done! Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 32 • [R3]
  33. 33. Shippinginformation Billinginformation Paymentinformation Confirmpurchase 50% Pageviews Shopforproduct ReviewShoppingCart Logintoaccount Requestpasswordreset Clickonlinkinemailtoreset Putinnewpassword 100% Done! ☺ ☹ Focus quantitative research on frustration. Observations trump inferences. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 33 • [R3]
  34. 34. “Analytics are controlled by a different group.” Nolongeracceptable: Owned by the UX Team Owned by the Analytics Team Under new management: the UX Team Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 34 • [R3]
  35. 35. DJ Patil, US Chief Data Scientist “Analytics are controlled by a different group.” Data science is now an essential skill for every UX team. Nolongeracceptable: Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 35 • [R3]
  36. 36. Continually question what the metric is trying to tell you. Nolongeracceptable: “I don’t understand what the metrics mean.” Keep the numbers simple, so you can focus on the behaviors. Nolongeracceptable: “I’m not good with numbers.” Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 36 • [R3]
  37. 37. Applying targeted metrics to qualitative research: a powerful addition to the UX designer’s toolkit. 4Who collects the metrics? Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 37 • [R3]
  38. 38. Design: The Rendering of Intent Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 38 • [R3]
  39. 39. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 39 • [R3]
  40. 40. Myspace MonthlyActiveUsers Market Valuation Pinterest Whatsapp Snapchat LinkedIn Twitter YouTube Tumblr Instagram 0 1,000,000,000 $0 $40,000,000,000 Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 40 • [R3]
  41. 41. “ Robert Fabricant The medium of design is behavior” Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 41 • [R3]
  42. 42. Design must drive metric collection, not the other way around. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 42 • [R3]
  43. 43. 5Moving beyond satisfaction. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 43 • [R3]
  44. 44. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 44 • [R3]
  45. 45. Gallup CE11 Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 45 • [R3]
  46. 46. Loyalty Confidence Integrity Pride Passion Gallup CE11 Loyalty Confidence Integrity Pride Passion Gallup CE11 This product’s company is a source I can trust. This product’s company always delivers on what they promise. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 46 • [R3]
  47. 47. Loyalty Confidence Integrity Pride Passion Gallup CE11 I am always proud to be a customer of this product’s company. This product’s company always treat me with respect. Loyalty Confidence Integrity Pride Passion Gallup CE11 This product’s company is perfect for people like me. I can’t imagine a world without this product’s company. Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 47 • [R3]
  48. 48. Loyalty Confidence Integrity Pride Passion Gallup CE11 I Agree I’m Not Sure I Don’t Agree +1 0 -1 Result scale: +11 to -11 6.2 5.5 4.5 4.3 3.0 1.4 1.4 -1.0 0.5 1.1 Measuring Engagement While Buying Electronics Amazon Best Buy Dell HP Walmart Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 48 • [R3]
  49. 49. Metrics must drive us to eliminate frustration and deliver delight. Delight and engagement go hand in hand. Gallup CE11 http://bit.ly/gallup-ce11 Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 49 • [R3]
  50. 50. Is Design Metrically Opposed? ‣We need metrics that help us improve the experience. ‣Avoid jumping from observations to inference too soon. ‣ Make sure you’re testing alternative inferences. ‣Customize metrics to match experience objectives. ‣Data science is now an essential UX skill. @jmspool Go ahead! Follow me on the Twitters. jspool@uie.com Find me at: Copyright © 2014 User Interface Engineering Don’t forget to connect to me on the LinkedIn. uie.com Is Design Metrically Opposed? User Interface Engineering - www.uie.com © Copyright 2015, User Interface Engineering. All Rights Reserved. Page 50 • [R3]

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